Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.
The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.
We asked the experts: Which channels are you leaning into — and where are you pulling back – during Black Friday, Cyber Monday and the rest of the holiday season?
Snapchat’s user base is broader than it often gets credit for, says Patrick Harris, who joined Snap to lead partnerships in May after nearly 12 years in executive roles at Meta.
True Classic is a dyed-in-the-wool performance marketer. The casual menswear brand is completely “solution-agnostic,” according to its president, Ben Yahalom.
Television advertising has the reputation of mainly being a vehicle for branding. But that’s a misconception, says Arjun Kapur, managing partner and founder of Comcast’s Forecast Labs.
Performance marketers once turned up their noses at creative, seeming to only care about audience targeting. But signal loss is putting creative back into the spotlight by highlighting how essential even the smallest of details can be, says VidMob CEO Alex Collmer. Also: Hot takes on generative AI art. (Spoiler: Humans aren’t obsolete – yet.)
CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.
Bill Watkins, a 9-year Pinterest veteran in sales who was named CRO this year, says the company is focusing on three main pillars: its creator ecosystem, facilitating shopping and ad-based monetization.
Instead of a funnel that slows traffic, we need to create a ubiquitous, always-accessible “sales superhighway” that provides countless on-ramps. This change of perspective will impact both how we define our potential audiences and the speed with which we have meaningful interactions with them, writes Lance Porigow, EVP of growth at The Shipyard.
